Digital Marketing
Last chance to level the playing field
• Stats on the market & digital adoption
• Framework for digital marketing for B2B companies
• What role does social media...
“Digital Marketing is like teenage sex,
everybody’s excited about it but very
few people are doing it well”.
Digital Strat...
Digital Marketing is the practice of promoting products
and services using digital distribution channels to reach
consumer...
Global Internet user
Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www...
671 million
mobile connections and growing
Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing...
What Internet app do people use in India*
• E-mail (94 percent users)
• Downloading music (72 percent)
• Instant messaging...
Market Size
• Search & Display advertising to dominate spending
• Mobile & Social media while small in size are growing at...
90 Trillion
emails sent in 2009
500 Million active500 Million active
Facebook Users
50% of whom login
in a given day
133 Million
The number of blogs on the Internet
26 Billion+ Tweets
Sent on TwitterSent on Twitter
Since 2006
2 Billion
Videos Are StreamedVideos Are Streamed
Each Day On YouTube
LinkedIn
6 million
the fastest growth locationthe fastest growth location
What Is
Social Media?
It’s word ofIt’s word of
mouth on
steroids
What is Social Media?
Social media is media designed to be
disseminated through social interaction, created
using highly a...
Components of Social Media
Social Networking
Linkedin / Facebook
/ Myspace / Orkut
Bookmarking / Tagging
Helps people read...
“Social Media Marketing:
Enables Others to Advocate
For Your Business
Through Compelling Content”
“Social Media Monitoring Collects Online
Mentions for Measurement and Response”
Free & Paid
Social Media Monitoring Tools available
“Company Blogs are Digital Publications“Company Blogs are Digital Publications
that Allow Public Responses”
Blogging and B2C and B2B Leads
Source: State of Inbound Marketing Lead Generation Report -
“Facebook is a social
network that connects
people personally and
professionally through
connections, messages,
chat, shar...
Facebook Fan Pages Let Businesses
Interact with Stakeholders (Customers,
Prospects, & Potential Employees)
“Twitter is like a
Text Message with a
BCC: To The World”
Organizations Use Twitter to Converse with Prospects,
Provide Customer Service and Drive Website Traffic.Provide Customer ...
Social Media Can Rev up
Leads Generation, Branding, & Engagement
Social Media is for Leads and Sales
Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Emai...
Social Media is for B2B and B2C
Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Ma...
Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
STRATEGY...
Methodology followed
• Forrester Research’s POST methodology
•Who is the audience you are trying to
engage for each of the...
Traditional Marketing
Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing ww...
The World is changing
Buy attention
Create attention
Feedback loop built in
Hello Long Tail
Loose control of your
Digital ...
Match tactic mix to
customer social profile
Groups include people
participating in at least
one of the activities
monthly....
Assessing the impact of Social Media in
B2B Tech Marketing
Digital Strategy | Social Media | Branding & Design | Search | ...
Usage of specific
social media tools by B2B
Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketin...
Digital Marketing is always available
it’s available when ever they want it, need it..
Pay Per Click
• Look beyond Google , Yahoo, & Bing
(Twitter, SlideShare, Facebook, LinkedIn, etc.)
• Testing
• Pushing the...
How to advertise on Facebook
1. Choose your target
2. Test, Test, and test some more
3. Do your own tracking
4. Make your ...
Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
MOBILE M...
Why Mobile?
• Explosive growth in mobile in India and globally
• Content in bite sized chunk
• Improved used experience
• ...
Types of mobile activities
• Mobile / WAP Websites
• Mobile Portal management
(SMS & IVR)
• Bulk messaging
• Ad strategy
•...
Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
CASE STU...
IBM & its use of Social Media
• Have had a social software for more than 15 years
• Social Computing Guidelines
• Masses o...
Lessons from Starbucks for B2B
• Howard Schultz stated that Starbucks owes it all to Facebook, Twitter, and social
honesty...
Answering the social phone
• ExactTarget *Conference – client tweeting about the conference
• Company monitors its feeds &...
Salesforce & Social Media
• Objective : Bring down costs by way of reducing number of rolled back
changes
• Strategy: Buil...
What’s the future of
Digital Marketing?Digital Marketing?
We’re not in the business of keeping media
companies alive. We’re in the business of
connecting with consumers.
Trevor Edw...
Trends in 2010 & beyond…
1. Social media begins to look less social – hyperactive / filtering / fatigue
2. Corporations lo...
The future of digital marketing
• Website Morphing
• Project Natal’s technology applied to
marketing applications
Digital ...
Recommendations
• Focus on programs, not tactics.
• Shift budget to digital, but measure the impact.
• Understand audience...
Thank You
Contact Details
Siddharth Hegde
Founder & Director
LinkedIn: http://in.linkedin.com/in/hegdesiddharth
Twitter: @...
A Primer On Digital Marketing in India (includes statistics, Digital Strategy, Social Media, Mobile Marketing from Ethinos...
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A Primer On Digital Marketing in India (includes statistics, Digital Strategy, Social Media, Mobile Marketing from Ethinos Digital Marketing)

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This is a presentation starts with an overview of the Digital Marketing & Social Media scenario in India. It then moves onto what are some models that B2B companies can look at while doing their own social media marketing, some best practices and learnings from thought leaders in who have adopted areas like social media, search engine marketing, mobile marketing , etc. early in the game. This was a presentation made to a group of marketing leaders at a NASSCOM event on 27th September, 2010

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A Primer On Digital Marketing in India (includes statistics, Digital Strategy, Social Media, Mobile Marketing from Ethinos Digital Marketing)

  1. 1. Digital Marketing Last chance to level the playing field
  2. 2. • Stats on the market & digital adoption • Framework for digital marketing for B2B companies • What role does social media play for B2B companies? Can Social Media be used for lead generation? Does Facebook make sense for B2B companies? • Mobile marketing • Case studies & ROI when it comes to digital marketing • The future of digital marketing Areas for discussion Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com • The future of digital marketing
  3. 3. “Digital Marketing is like teenage sex, everybody’s excited about it but very few people are doing it well”. Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com few people are doing it well”. Keith Weed Unilever Global , CMO
  4. 4. Digital Marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost- effective manner. - Wikipedia What is Digital Marketing? Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com - Wikipedia
  5. 5. Global Internet user Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  6. 6. 671 million mobile connections and growing Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  7. 7. What Internet app do people use in India* • E-mail (94 percent users) • Downloading music (72 percent) • Instant messaging (56 percent) • Job search (56 per cent) • Social networking (54 percent) (Social networking market grew by 43 percent last year) • Information search (52 percent) Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com • Information search (52 percent) • Watching videos (50 per cent) (Could be included as a part of social media pushing social media to the #2 spot) • Other popular activities include downloading wallpapers and screensavers and sending SMSes through the personal computer *
  8. 8. Market Size • Search & Display advertising to dominate spending • Mobile & Social media while small in size are growing at CAGR 27% & 34% • 3-5% of marketing budget on Digital (1 % on mobile if you look at mobile Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com • 3-5% of marketing budget on Digital (1 % on mobile if you look at mobile separately) (15% of total budget of MNC’s) • Info is mostly anecdotal, based on small sample size, & lacking credible sources • 52% of marketers expect a major change in media mix towards digital & 92% expecting change** *Source Forrester Blog and WAT Blog **IMA – The CMO Perspective - Sample only 57 companies & skewed to MNCs
  9. 9. 90 Trillion emails sent in 2009
  10. 10. 500 Million active500 Million active Facebook Users 50% of whom login in a given day
  11. 11. 133 Million The number of blogs on the Internet
  12. 12. 26 Billion+ Tweets Sent on TwitterSent on Twitter Since 2006
  13. 13. 2 Billion Videos Are StreamedVideos Are Streamed Each Day On YouTube
  14. 14. LinkedIn 6 million the fastest growth locationthe fastest growth location
  15. 15. What Is Social Media? It’s word ofIt’s word of mouth on steroids
  16. 16. What is Social Media? Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web- based technologies to transform broadcast media monologues (one to many) into social Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com The true democratization of content media monologues (one to many) into social media dialogues (many to many) - Wikipedia
  17. 17. Components of Social Media Social Networking Linkedin / Facebook / Myspace / Orkut Bookmarking / Tagging Helps people read or access more popular material Helps web ranking Publishing Sharing Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing Publishing Blogging / Wikis, / Micro Blogging (Twitter) / Squidoo / Wikipedia Sharing YouTube Flickr TechRepublic.net & Bnet.com Slideshare.net / scribd.com Podcast.net ↑ Twitter grew 1300% & Facebook to 500 million
  18. 18. “Social Media Marketing: Enables Others to Advocate For Your Business Through Compelling Content”
  19. 19. “Social Media Monitoring Collects Online Mentions for Measurement and Response”
  20. 20. Free & Paid Social Media Monitoring Tools available
  21. 21. “Company Blogs are Digital Publications“Company Blogs are Digital Publications that Allow Public Responses”
  22. 22. Blogging and B2C and B2B Leads Source: State of Inbound Marketing Lead Generation Report -
  23. 23. “Facebook is a social network that connects people personally and professionally through connections, messages, chat, sharing, photos, & videos.”& videos.”
  24. 24. Facebook Fan Pages Let Businesses Interact with Stakeholders (Customers, Prospects, & Potential Employees)
  25. 25. “Twitter is like a Text Message with a BCC: To The World”
  26. 26. Organizations Use Twitter to Converse with Prospects, Provide Customer Service and Drive Website Traffic.Provide Customer Service and Drive Website Traffic.
  27. 27. Social Media Can Rev up Leads Generation, Branding, & Engagement
  28. 28. Social Media is for Leads and Sales Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com Source: State of Inbound Marketing Report
  29. 29. Social Media is for B2B and B2C Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com Source: State of Inbound Marketing Report - http://bi
  30. 30. Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com STRATEGY FRAMEWORK
  31. 31. Methodology followed • Forrester Research’s POST methodology •Who is the audience you are trying to engage for each of the 4 areasPeople •What are we trying to accomplish – brand building, sales, employee retention, hiringObjectives Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com building, sales, employee retention, hiringObjectives •This will flow from the above twoStrategy •Select tools and platforms that best align with your social media strategy, objectives, & audience Technology
  32. 32. Traditional Marketing Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  33. 33. The World is changing Buy attention Create attention Feedback loop built in Hello Long Tail Loose control of your Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com Buy attention Communication was one to many Pareto’s Principle Controlled Message Loose control of your marketing
  34. 34. Match tactic mix to customer social profile Groups include people participating in at least one of the activities monthly. Creators Critics Collectors • Publish a blog. • Publish your own Web pages. • Upload video you created . • Upload audio/music you created. • Write articles or stories, and post them • Publish a blog. • Publish your own Web pages. • Upload video you created . • Upload audio/music you created. • Write articles or stories, and post them • Post ratings/reviews of products/services. • Comment on someone else’s blog. • Contribute to online forums. • Contribute to/edit articles in a wiki. • Post ratings/reviews of products/services. • Comment on someone else’s blog. • Contribute to online forums. • Contribute to/edit articles in a wiki. • Use RSS feeds. • Add “tags” to Web pages or photos. • Use RSS feeds. • Add “tags” to Web pages or photos. Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com The Social Technographics® Ladder Courtesy India is the world’s largest body of ‘Inactives’ – Opportunity or threat??? Joiners Inactives Spectators • Add “tags” to Web pages or photos. • “Vote” for Web sites online. • Add “tags” to Web pages or photos. • “Vote” for Web sites online. • Maintain profile on social networking site. • Visit social networking sites. • Maintain profile on social networking site. • Visit social networking sites. • Read blogs. • Watch video from other users. • Listen to podcasts. • Read online forums. • Read customer ratings/reviews. • Read blogs. • Watch video from other users. • Listen to podcasts. • Read online forums. • Read customer ratings/reviews. • None of the above• None of the above
  35. 35. Assessing the impact of Social Media in B2B Tech Marketing Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com Source
  36. 36. Usage of specific social media tools by B2B Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  37. 37. Digital Marketing is always available it’s available when ever they want it, need it..
  38. 38. Pay Per Click • Look beyond Google , Yahoo, & Bing (Twitter, SlideShare, Facebook, LinkedIn, etc.) • Testing • Pushing the envelope Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  39. 39. How to advertise on Facebook 1. Choose your target 2. Test, Test, and test some more 3. Do your own tracking 4. Make your Ads pop Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  40. 40. Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com MOBILE MARKETING
  41. 41. Why Mobile? • Explosive growth in mobile in India and globally • Content in bite sized chunk • Improved used experience • Speed • Mobility & independence Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com • Ubiquitous access
  42. 42. Types of mobile activities • Mobile / WAP Websites • Mobile Portal management (SMS & IVR) • Bulk messaging • Ad strategy • Mobile App & game development (In-game marketing) Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com (In-game marketing) • M Commerce • Location based services
  43. 43. Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com CASE STUDIES
  44. 44. IBM & its use of Social Media • Have had a social software for more than 15 years • Social Computing Guidelines • Masses of Communication not mass communication • IBM Customer Experience Suite – • Changes the way organizations collaborate • "The idea of getting the right person over the right time at the Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com person over the right time at the right opportunity and yield the right result was really important” Jeff Schick, VP Social Software
  45. 45. Lessons from Starbucks for B2B • Howard Schultz stated that Starbucks owes it all to Facebook, Twitter, and social honesty. • No deals or sales but relationships (long term lead nurturing) • Power of masses – agency for strategy – employees run the presence by sharing their experiences • PR tools to deal with complaints & squash rumors • Clients and fans as a source of ideas – MyStarbucks Idea.com - 80,000 plus ideas Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com MyStarbucks Idea.com - 80,000 plus ideas • Link with CSR initiative – who wants to know about another coffee – people connect with other people. (generally more members of the community & employees involved)
  46. 46. Answering the social phone • ExactTarget *Conference – client tweeting about the conference • Company monitors its feeds & decides to surprise him. • On arrival he received: – Registered badge – Surprise gift – Hotel reservations – Proposed itinerary for the event Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com – Proposed itinerary for the event • Delighted customer happened to be a prominent blogger who spread the word *US based marketing software vendor
  47. 47. Salesforce & Social Media • Objective : Bring down costs by way of reducing number of rolled back changes • Strategy: Build a platform where user can submit and vote on specific product ideas • Result: Number of rolled back changes drastically dropped and number of features introduced went up by 50% on an year-on-year basis Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  48. 48. What’s the future of Digital Marketing?Digital Marketing?
  49. 49. We’re not in the business of keeping media companies alive. We’re in the business of connecting with consumers. Trevor Edwards, VP Global Brand & Category Management, Nike
  50. 50. Trends in 2010 & beyond… 1. Social media begins to look less social – hyperactive / filtering / fatigue 2. Corporations look to scale 3. Social business becomes serious play 4. A social media policy (and it might actually be enforced) 5. Mobile becomes a social media lifeline 6. Sharing no longer means e-mail 7. True Integration across channels & Metrics Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com 7. True Integration across channels & Metrics
  51. 51. The future of digital marketing • Website Morphing • Project Natal’s technology applied to marketing applications Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  52. 52. Recommendations • Focus on programs, not tactics. • Shift budget to digital, but measure the impact. • Understand audience and business outcomes to make online tools work. – Develop a listening practice. – Monitor the impact of social Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com – Monitor the impact of social on awareness and pipeline. • Social media in B2B: create social programs with current customers in mind. • ROI & ROE
  53. 53. Thank You Contact Details Siddharth Hegde Founder & Director LinkedIn: http://in.linkedin.com/in/hegdesiddharth Twitter: @siddhegde Email: siddharth.hegde@ethinos.com Mobile: +91 98202 17252 All company names, brand names, trademarks and logos are the property of their respective owners. Unauthorised duplication is prohibited. About Ethinos Digital Marketing Ethinos Digital Marketing is a boutique firm with unique hands on approach to helping clients with all aspects of Digital Marketing Strategy, Social Media Marketing, Search Engine Marketing (SEO & PPC), Branding & Design, Mobile Marketing and Email Marketing. Web: www.ethinos.com
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